Operators already know the value of major sporting occasions but this summer’s football World Cup takes that to an entirely new level.
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This year’s competition brings three host nations, 48 teams and 104 matches across six weeks, creating more matchdays and more trading spikes than any previous tournament.
Pubs remain one of the go‑to destinations for live sport and the World Cup will only amplify that. Footfall can jump by as much as 40% on key fixture dates and, once fans are through the door, they stay, with nine out of 10 remaining out longer when a game is on.
The trading pattern of a matchday shows why preparation matters. Sales can spike by 550% in the build‑up to kick‑off as fans arrive to secure seats and soak up the atmosphere. They can peak, up 960% at kick‑off itself, and remain significantly elevated long after full time, with some fixtures seeing uplifts of 1,000% later in the evening.
This year, we expect to see even more consumers drinking in moderation and low & no alcohol continues to be a major priority for consumers in the on‑trade, with alcohol consumption in the UK declining by more than 25% during the past 25 years. This behavioural shift means operators must build adaptable low & no strategies into both their drinks and alongside their food offering to maximise sales and footfall over the summer of sport.
In the past year, the low & no alcohol sector reached £222.3m in sales, driven largely by beer and cider, which have grown by 48% and now represent 89% of the total value. Stocking recognisable alcohol‑free brands such as Heineken 0.0, Inch’s 0.0 and Old Mout’s alcohol‑free flavours ensures customers feel confident in their choices and can easily identify something they already trust.
Here are five top tips to support operators in leveraging the low & no opportunity during the upcoming summer of sport:
1. Make low & no highly visible on menus and at the bar
Visibility is one of the biggest drivers of trial. Low & no products should appear with the same prominence as their alcoholic counterparts with clear listings on printed and digital menus, prominent fridge space and thoughtful bar placement. Positioning well‑known options, such as Heineken 0.0, at eye level and within easy reach helps guests identify trusted choices quickly, particularly during peak matchday surges.
2. Train teams to recommend low & no with confidence
Knowledgeable staff can significantly influence guest choices, especially in the moments before kick‑off when ordering peaks. Equip teams with simple talking points around flavour profiles, ideal food matches and the benefits of moderation across long matchdays. When staff can confidently guide guests through the low & no range, it helps normalise alcohol‑free options and increases recommendation rates.
3. Feature trusted low & no brands to build customer confidence
Brand recognition matters. Guests are far more inclined to try low & no options when they recognise the brand label, so make familiar names easy to find and clearly signposted. Last year, we introduced Inch’s 0.0, the first de-alcoholised cider in the UK, adding a credible, premium option to the booming low & no alcohol cider market. Leading with these trusted brands helps reassure customers about quality and encourages first‑time trial.
4. Create occasion-led serves and rituals
Low & no should feel just as celebratory as any other matchday drink. Introduce simple but elevated alcohol‑free serves that fit the summer sporting occasion; think refreshing spritzes, coolers or signature zero‑alcohol cocktails. Using premium glassware, fresh garnishes and consistent presentation enhances the experience and signals that choosing alcohol‑free is a positive, enjoyable decision.
5. Create a matchday loyalty mechanic for moderating drinkers
With dwell time increasing dramatically on matchdays, use incentives to reward fans who build low & no into their visit. A straightforward loyalty mechanic, such as ‘Buy three low & no drinks, get the next one free’, can encourage repeat purchase and keep guests engaged throughout the six‑week tournament.
